Innovative ideas

SPARKS

Saffola, the edible oil from Marico, has been going all out trying to woo potential customers into identifying it as a brand that supports preventive heart care.

In its most recent below-the-line marketing effort, it tied up with Mumbai radio station Go 92.5 FM to create awareness about good health (and its brand). Themed "Prayaschit" (Penitence), the brand placed popular morning-show host Jaggu on a weight-loss programme with the objective of losing 10 kg in three months.

In what turned out to become a "reality" radio show, the channel received avid listener participation (and empathy) for Jaggu's mission. What was advertised overtly, was that Jaggu was advised by a Saffola dietician.

Incidentally, the brand has been providing the Dial-a-Dietician service under the auspices of the Saffola Healthy Heart Foundation: a panel of dieticians are available for consultation on all health concerns on a nation-wide toll-free number.